Evaluating Tethered Caps : Attitude Shifts, Behavioral Outcomes and Rebound Effects in Sustainable Consumption
Untova, Daria (2025)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025121837818
https://urn.fi/URN:NBN:fi:amk-2025121837818
Tiivistelmä
This thesis evaluates the effect of tethered caps on consumer behavior and attitudes from a sustainability perspective. In particular, the research examines how tethered caps shifted consumer attitudes, whether they encourage or hinder sustainable behavior change and habit formation and what rebound effects on sustainable consumption accompany this shift.
A qualitative study was conducted with 12 Millennial participants residing in the European Union during September and October 2025, drawing on the Theory of Planned Behavior, habit formation theory, rebound effect theory, the attitude-behavior gap and greenlash. Data was collected through semi-structured interviews using convenience sampling, which constitutes a key limitation of the study. The data were analyzed using thematic analysis and a deductive approach. The results reveal a limited attitude shift among consumers: participants initially expressed negative views toward tethered caps, followed in some cases by acceptance and recognition of their potential positive impact. However, this attitude shift did not translate into changes in behavioral intentions. No impact on sustainable behavior or habit formation was observed, as all participants were already recycling bottles with caps prior to the introduction of tethered caps. Indirect rebound effects, including spillages and product loss, emerged. Tethered caps also triggered consumer greenlash, expressed through frustration, skepticism, and distrust toward authorities.
A qualitative study was conducted with 12 Millennial participants residing in the European Union during September and October 2025, drawing on the Theory of Planned Behavior, habit formation theory, rebound effect theory, the attitude-behavior gap and greenlash. Data was collected through semi-structured interviews using convenience sampling, which constitutes a key limitation of the study. The data were analyzed using thematic analysis and a deductive approach. The results reveal a limited attitude shift among consumers: participants initially expressed negative views toward tethered caps, followed in some cases by acceptance and recognition of their potential positive impact. However, this attitude shift did not translate into changes in behavioral intentions. No impact on sustainable behavior or habit formation was observed, as all participants were already recycling bottles with caps prior to the introduction of tethered caps. Indirect rebound effects, including spillages and product loss, emerged. Tethered caps also triggered consumer greenlash, expressed through frustration, skepticism, and distrust toward authorities.